Merry People Case Study
Digital Minds
Merry People have seen their business grow x5, with improvement on ROAS.
'DMG have played a critical role in our growth journey! We feel their genuine passion for our brand and they are
always proactively collaborating to improve our digital strategy. We see DMG as a true extension to our Merry People team!"
James Smith -
Head of Commercial - Merry People
Merry People are a Melbourne based eCommerce business who have taken their amazing range of beautifully designed gumboots to the world. Digital Minds were engaged to support their digital and social growth as they continue on their mission to make their customers feel ‘merry’ and alive – putting on their gumboots, finding unique adventures and embracing the unknown.
Digital Minds have proudly partnered with Merry People over the last two years and have seen remarkable growth both locally + internationally, we are proud to be on this journey with them.
Business Problem
Merry People engaged Digital Minds with the brief to scale the business and reach new audiences. They saw the market opportunity but were spread very thinly on competing priorities and had identified that they needed to find the right experts to guide their investment, identify the right marketing strategy and apply the right approach to testing and optimisation in order to successfully supercharge growth and expand into new markets.
Our Strategy
Digital Minds focused efforts with a clear goal on growth and set to work constructing a strategy which prioritised identifying new audiences, markets and creative approaches while also working on key areas of improvement in the existing activity.
With thorough research into everything from the category to creative levers for target personas, we developed a framework to target the new audience segments across digital channels. We introduced a range of new digital channels to their media plan including Pinterest and TikTok, and guided creative development that hinged on the key needs and wants for each persona.
Digital Minds are renowned for their expertise in data and analytics, so we overlaid our testing with macro environmental factors, such as weather, economic outlook, market sentiment and media economics. We then followed the approach with a robust test and learn methodology to deliver unprecedented levels of growth to the team at Merry People.
We also identified an opportunity to increase conversion, so we worked closely with the team to reducing friction in the user-journey and improve conversion rates resulting in significant uplifts from all digital channels.
Results
We have had an incredibly successful time since starting on the Merry People business and absolutely love working with this team and fast tracking their growth opportunity with an ever-continuing global expansion.
Whilst exceeding the KPI of minimum ROAS, we have also been successful in doubling brand awareness and fast tracking their successful scale up for them in US, NZ and UK markets.
